Staffbase wanted to reposition itself beyond an employee communications platform while replacing two retiring lead generation quizzes. The goal was to launch an ROI Calculator that demonstrated measurable business value and generated qualified leads. I designed the end-to-end campaign experience, including the personalized report, ROI whitepaper, paid social, email nurture, and organic content.
Brand
Staffbase
My Role
Senior designer
Year
2026
Softwares
01
Discovery
I worked closely with stakeholders to understand the calculator logic, business goals, and customer journey before reviewing competitor ROI calculators and campaign messaging. This helped define both the information hierarchy and the creative direction before moving into production.
02
Designing the Report
The report became the foundation of the project. Instead of designing a static PDF, I created a modular system that adapted to different calculation outcomes while maintaining a consistent hierarchy.
To accelerate delivery, I designed directly in Claude, generating production-ready HTML alongside the design. This allowed engineering to begin implementation immediately while design continued to evolve.
The same framework was later localized for North America, DACH, and Japan without redesigning the experience.
03
Whitepaper
The whitepaper translated the report into a more detailed resource, explaining the methodology behind each calculation. Since content changed frequently, designing directly in Claude made revisions almost instantaneous, allowing stakeholders to refine content without slowing production.
04
Designing the Whitepaper
The whitepaper expanded on the insights presented in the report and became a companion asset for users who wanted a deeper understanding of the ROI calculations. Since the content changed frequently throughout the project, designing in Claude allowed revisions to be made in minutes rather than rebuilding layouts in Figma, making the review process significantly more efficient.
05
Developing the Creative Strategy
Regional marketing teams approached me with campaign briefs, but the process extended beyond visual execution. I researched competitor campaigns, explored positioning opportunities, and developed multiple messaging directions before moving into design. I spent almost as much time rewriting headlines as I did moving pixels.
06
Campaign Design
The campaign assets were designed in Figma, where I translated the strongest messaging into a cohesive set of paid social creatives. Multiple rounds of iteration focused on improving hierarchy, simplifying layouts, and strengthening calls to action so each concept communicated its message immediately.
07
Motion Design
As the campaign expanded, we introduced lightweight motion into the paid ads using Jitter, a new tool our team had recently adopted. I hadn't used it before, but I enjoy exploring new tools whenever they can improve the final outcome.
Within a short time I was able to create a series of animated creatives that extended the campaign while maintaining the same visual language established across the static assets.
08
Campaign Rollout
The final visual language was extended across paid social, email nurture, organic content, and whitepaper promotion, creating a cohesive experience across every customer touchpoint while maintaining consistency across regions.
09
Outcome
The ROI Calculator launched as a global MVP, supported by a personalized report, educational whitepaper, and integrated multi-channel campaign. Following the North American launch, both the report and whitepaper were successfully localized for the DACH and Japanese markets using the same underlying design system.
